Creating and maintaining a clear brand persona influences how your business communicates and differentiates itself. It's important to think of your core values that your brand prioritizes. Is it innovation, tradition, sustainability? You need to think of the target audience as well, because who you talk to will greatly impact your message and tone of voice.

Also - take in account the emotional connection - what kind of emotions do you want to create? Do you want to inspire them or comfort them, amuse them or make them wonder?